MOBILE DEVICES, STORYTELLING AND THE CITY BRAND: USING MOBILE APPLICATIONS TO ENHANCE USER EXPERIENCE

Mobile apps set a new action bias for creating city brand experiences. Among the methodologies and techniques used to design projects in this area, it is worth highlighting storytelling, which seeks to engage and motivate users to keep in touch with the narrative and contents made available and consumed. This paper uses a case study methodology to describe the possibilities of using mobile applications for the branding of cities based on storytelling. It presents Cidade Aumentada application, which works with the idea of experience and storytelling to present and promote city narratives. Based on its study, a synthesis of the elements considered in its construction is presented, as well as the strategies followed by the developers. As a conclusion, possible paths for the use of storytelling in city branding actions are outlined.